Presentation to the Brampton Small Business Economic Centre on June 20, 2012.

1. The Social Effect:
How we communicate now and
what it means to your business
Kevin MacKenzie
@Mackenstuff
Social Media Practice Lead
Marshall Fenn Communications
Hashtag #GWEBIZ

2. “People will always talk about you, so give them
something to talk about”
Brian Solis, The End of Business as Usual

3. “The new Web is…a shared canvas where every
splash of paint contributed by one user provides a
richer tapestry for the next user to modify or build
on. Whether people are creating, sharing, or
socializing, the new Web is principally about
participating rather than about passively receiving
information.”
Don Tapscott & Anthony D.
Williams, Wikinomics

4. Our access to information keeps growing
700MM Websites globally as of June 1, 2012
- Netcraft

5. How to solve a problem like the Internet?

6. The Era of Web 2.0
• Anyone could contribute content
• New sources of content could be easily found
• We started connecting our online networks

7. Enter Social Media

8. It’s about conversations
• We have adapted our behaviour to consume more
technology-sourced information and media
• Social media allows us to easily include our personal
networks into the process
• We rely on personal and social networks to make
decisions
• It’s changing the way business gets done

10. Social Media in Canada
5.6 Million 1 in 4
Canadian Workers has
LinkedIn Profiles in Canada a LinkedIn Profile
18.5 Million Largest
Facebook Users In
Canada
6th Twitter
Audience
Globally

11. And it’s not going away

12. Remember this?

13. So what’s holding us back?
• Social media isn’t for us.
– Find your social brand…soon
• They’re gonna talk to us; it may not be good.
– Have a plan and something to say
• We just don’t have the time.
– No cost/low cost management tools are everywhere
• Our customers aren’t on social media.
– Are you absolutely sure? What about competitors?

14. What makes Social different?
• Plan for the conversation
• Don’t bore your audience
• Be prepared for challenges
• It’s not cyclical – it’s perpetual

15. Building Your Social Plan
Policy
Measurement
Engagement Plan
Social Brand Content Plan

16. Engagement Stages
Advocacy
Audience advocates drive the tone of the
conversation
Interaction
Manage the conversation and content through
brand-driven content
Engagement
Use audience insights to deliver compelling
content
Listening
Understand what your audience wants to talk
about

17. What Makes Social Different?
• Plan for the conversation
• Don’t bore your audience
• Be prepared for challenges
• It’s not cyclical – it’s perpetual

18. Social Content is Compelling

19. Even the big guys make mistakes

20. If you want Social Media to work
• Post information that is unique and compelling to
your audience
• Listen to your audience, let them direct the
conversation
• Ask for feedback
• Be transparent and honest

21. What is the investment?
58%
of marketers report spending
6 hours a week on social media
(average of 1.15 hours per day)
34%
Percentage of marketers
reporting spending more than
12 hours per week
53%
of marketers indicated that
their Social Media programs
were less than 1 year old
Source: Social Media Examiner 2011 Marketing Survey

22. Stop Navel Gazing

23. The new business paradigm
• Your customers expect you to be on social
• Your brand needs a social story
• Search engines value social highly
• Content makes your brand interesting
• Conversations are already happening. Ignore them
at your own peril.

24. Remember this...
1. It’s called Social Media for a reason.
2. Be human. Not bureaucratic.
3. Don’t tell me. Tell me why.
4. Make it interesting. Make it unique.
5. Make it easy to share.

25. If you want to learn more
Email me: mackenstuff@gmail.com
Follow me: @mackenstuff
Friend me: facebook.com/mackenziekevin
Link me: ca.linkedin.com/kevinsmackenzie
Pin me: pinterest.com/mackenstuff
Find me: foursquare.com/mackenstuff
You get the idea…thank you everyone!